S.C. tourism strategy targets SEC, ACC fans visiting state

CHARLESTON -- They might be considered the newest attractions in South Carolina's $14 billion tourism industry: linebackers in Carolina garnet and wide receivers in Clemson orange.

Building on the success of the football teams at the University of South Carolina and Clemson University, the state Department of Parks, Recreation and Tourism targeted promotional messages last fall to ACC and SEC fans in five nearby states within relatively easy driving distance.

Officials used news releases and social media, and contacted both sports and lifestyle reporters in the media. The message to fans coming to the state for games was to get off the interstate and see other South Carolina attractions.

"I don't know if other states are doing it or not, but we are," said Duane Parrish, the department's director. "It's difficult to track, but I'm sure we had some success there."

It helped that both South Carolina and Clemson were having success on the field. Both teams were nationally ranked. Clemson won the Atlantic Coast Conference title and a trip to the Orange Bowl, while South Carolina had the best football season in school history.

"They were already in the news, and we just capitalized on that," said Dawn Dawson-House, a spokeswoman for the tourism agency. "We said since you're on the interstate, here are some must-see things that would be great for you to see while you're here and spend another night here."

The campaign promoted everything from the Beacon Drive-In off I-26 in Spartanburg to the waterfalls and historic homes near Clemson to Riverbanks Zoo in Columbia, among other sights.

"Many people don't know we have a national park called Congaree National Park just outside Columbia," Dawson-House said.

The campaign brought attention to sights that those from out of state might not be aware of, she said.

"A lot of people are familiar with the attractions of their favorite destination if they go to Myrtle Beach or they go to Charleston," she said. "But many are not aware of what is on the way."

Thousands of fans from out of state will come to USC and Clemson games, following their own home team on the road. Parrish said that's a target market most people don't necessarily think about.

He added that the success of the teams also encourages in-state fans to spend a bit more when they head to the games. He also noted the success of South Carolina's baseball team, which has won the past two national championships.

"When people are feeling better they are a little looser with their pocketbooks," he said. "If your team is doing well, you're going to spend a bit more money."